Me, myself and I Non-collaborative customer behavior in service outsourcing - the key role of outcome orientation and outcome attributability

摘要

Purpose This research focuses on the role of customer behavior in service outsourcing relationships that are governed by outcome-oriented contracts. The purpose of this paper is to explain how non-collaborative customer behavior impedes the effectiveness of outcome-oriented contracts to align the goals and incentives of the customer and service provider, and leads to service provider opportunism.